York Harley-Davidson employee represents company in Rome

Bikes line the Port of Ostia where Harley-Davidson held numerous activities for its 110th anniversary celebration in Rome, Italy. ( submitted)

Jim Mendoza speaks Spitalian.

It's a combination of Spanish and a little bit of Italian.

This year, the linguistic prowess landed him the opportunity to represent Harley-Davidson - and its Springettsbury Township plant - at the company's 110th anniversary celebration in Rome, Italy.

The event, held earlier this month, is one of many worldwide festivities leading up to the company's big bash from Aug. 29-Sept. 1 at its Milwaukee headquarters.

It brought motorcycle enthusiasts from around the world to the Italian capital for demo rides, dealer showcases, entertainment and a "Blessing of the Motorbikes" by Pope Francis.

Jim Mendoza and his wife, Laura, pose for a picture at the Colosseum in Rome. (submitted)

"To me, the highlight was seeing so many people wanting what we make," said Mendoza, a 57-year-old engineering manufacturing lead who has worked at Harley for more than 15 years. "I say 'I' because I feel like I'm part of Harley-Davidson."

In choosing ambassadors to represent Harley in Rome, the company read through profiles that employees fill out annually. They contain personal details like marital status, number of children and, of course, languages spoken.

"In May, my boss asked me what I was doing in June," Mendoza said. "When he sent me the email, I saw 'Rome, Italy' and was like, 'Yes, I can go!"

Mendoza left on June 10. He staffed the Harley-Davidson Experience, an area along the Mediterranean Sea's Port of Ostia where the public was able to take demo rides, sit on the bikes and ask questions.

"I saw a true desire - craving - for Harley Davidson," he said.

Near the Colosseum, Mendoza asked a stranger wearing Harley gear to take a picture of he and his wife.

He handed the man a pin - one of many he had been given to distribute to people he encountered.

"He put the pin on his leather jacket and had tears rolling down his face," Mendoza said. "He ran back to his family showing them the pin like it was gold."

Mendoza said he saw the reaction from others, too.

"They were saying that Harley-Davidson machines - macchina - were making lots of noise and they loved hearing it," he added. "It meant a lot to them that something of luxury was being represented."

Harley celebrates its anniversary every five years, but this was the biggest celebration ever for the company in Europe, said Bernadette Lauer, spokeswoman for Harley's York County operations.

Five years ago, Harley didn't have the market share in Europe that it does now.

Last year, Harley boasted a 13.3 percent market share in the continent, where the company sells almost 40,000 bikes per year - more than it does in Asia or Latin America.

"We are growing tremendously all over the world," Mendoza said. "The Europeans are really seeing Harley's value."

lboyer@ydr.com; 771-2062

110th EVENTS

Harley is celebrating its 100th anniversary with events around the world. The first event was held in August 2012 in China.